Tonies Se Class A · XETR:TNIE
Tonies Se Class A — Tonies Se Reg A — Q1 2025 Earnings Presentation
25 slides from Tonies Se Class A's earnings presentation, May 15, 2025
Slide 1: Earnings Presentation Q1 2025
Earnings Presentation Q1 2025 tonies SE | May 15, 2025
Slide 2: Disclaimer
Disclaimer This document contains forward-looking statements. Forward-looking statements can typically be identified by the use of words such as "expects", "may", "will", "could", "should", "intends", "plans", "predicts", "envisages" or "anticipates" or other words of similar meaning. These forward-
Slide 3: Who you have on the call today
Who you have on the call today Tobias Wann Dr. Jan Middelhoff CEO CFO tonies® 3
Slide 4: Agenda
tonies SE | Earnings Presentation Agenda Welcome to tonies Business Update Q1 2025 Results Q1 2025 Outlook 2025 Q&A tonies® 4
Slide 5: tonies: largest interactive audio experience platform for children in the world
tonies: We have built the largest interactive audio experience platform for children in the world We are the #1 audio platform for kids globally We have unparalleled stickiness Families in >100 countries have activated a ~9.3 million ~270 min NPS of 77 Toniebox Tonieboxes sold Ø weekly playtime1 in
Slide 6: Q1 2025 performance at a glance!
Q1 2025 performance at a glance! Results: Toniebox platform grows … fueling the highly predictable Revenue: EUR 97m (+24% /+22%cc) exponentially every year… repeat purchases of Tonies Cumulative Tonieboxes sold Cumulative Tonies over customer lifetime DACH: EUR 39m (-3% /-3%cc) (Q4’16-Q1’25 in #) NA
Slide 7: Q1 2025 has been a successful start into the year
Q1 2025 has been a successful start into the year… Our value levers: Today´s focus: Internationalization International expansion Product US Tariff Response UK: Major milestone of >1m Gross margin expansion Tonieboxes sold FR: Achieved pole position1 in US tariffs Own content/IP just 3 years Strong T
Slide 8: Rest of world: UK and France drive growth - we have traction in both regions
Rest of world: UK and France drive growth - we have traction in both regions Significant increase in retail footprint We have achieved pole position1 in mature market in just 3 years >1m >10m >300k ~3m >1m >10m Tonieboxes sold Tonies sold since Tonieboxes sold Tonies sold since since market entry ma
Slide 9: Rest of world: Launch success in ANZ continues
Rest of world: Launch success in ANZ continues… Significant increase in ANZ retail footprint Winner of Product of the Year POS development 2024 and Product of the (Aug 2024 – Apr 2025 in # of POS) Year (Infant/Preschool) +107 +70 We sold ~45k Tonieboxes and >427 >300k Tonies since launch 250 August
Slide 10: We are the 2nd largest dollar growth property & corporate manufacturer in US Preschool Toys
We are the 2nd largest dollar growth property & dollar growth corporate manufacturer within Preschool Toys in the US 2024 Preschool Toys in the US for 2024: Property (Brand & Licensing) Corporate Manufacturers #2 #2 …by dollar growth …by dollar growth By dollar volume, tonies is the 6th largest prop
Slide 11: Strong Q1 2025 growth in Tonies figurine category despite Easter shift
Strong Q1 2025 growth in Tonies figurine category despite Easter business shift to Q2 2025 Tonies category details Top Selling Tonies Q1 20252 Classic Tonies Overall Tonies category grew by +26%1 (+16.9m EUR) Q1 2025 vs. Q1 2024 Doubling down on own content: >40% of 68 new Pocket Tonies launches in
Slide 12: Highlights Q1: tonies x World Sleep Day – Sleepy Friends portfolio
Highlights Q1: tonies x World Sleep Day – Our global Sleepy Friends portfolio is one of our best performing IPs To celebrate World Sleep Day 2025, we launched a global Sleepy Friends Key Facts & Insights brand campaign, introducing our brand-new Sleepy Ocean Tonies Improved 4th Best 4.8/5 90% best p
Slide 13: Tariff environment remains highly volatile – our strong toolbox keeps us on course
Tariff environment remains highly volatile – our strong toolbox keeps us firmly on course Our toolbox at hand… Apr 2: “Liberation Day” – incl. 46% tariffs on Vietnam, Deep Dive 20% on EU Sourcing Options Apr 4: Vietnam becomes first country to ask for negotiations with Trump a diversified supply cha
Slide 14: US tariff update based on tonies’ main sourcing footprint
US tariff update based on tonies’ main sourcing footprint tonies’ key sourcing countries Current level of tariffs for US Tariff peaks since “Liberation Day” (as of May 14, 2025) Planning horizon until China 30% August 9 145% Vietnam 10% 46% Tunisia 10% July 9 28% Bosnia and Herzegovina 10% 35% The s
Slide 15: We will further diversify our production set-up depending on tariff development
We will further diversify our production set-up depending on tariff development - creating optionality We have created optionality for our core products: Production volume China Other international production locations A B C D Toniebox production Figurine production Indirect sourcing Strategic consi
Slide 16: Figurine price increases are in place since May 1, 2025
Figurine price increases are in place since May 1, 2025 New simplified pricing as of May 1, 2025 Proactive and transparent communication Previous pricing New pricing towards our customers end of April 2025 via different channels Figurines 17.99 / 19.99 USD 19.99 USD +2 USD (Group 1) Tariff impact pa
Slide 17: Results Q1 2025
Results Q1 2025 tonies® 17
Slide 18: Major financial milestones achieved in FY 2024
Major financial milestones achieved in FY 2024 Revenue Growth driven by international markets, particularly North EUR 481m DACH: EUR 184m (+11%) America, and continued very strong growth in the established DACH region. North America becoming tonies 62% North America: EUR 210m (+50%) share int. busin
Slide 19: Segment Reporting: All regions with positive EBITDA
Segment Reporting: All regions with positive EBITDA – “blueprint” DACH shows strong profitability improvement Total North Rest of Corporate tonies DACH operating Reconciliation America World headquarters group1 in EURm segments Revenue (external) 184.3 210.4 85.9 480.5 0 0 480.5 Licensing costs -27.
Slide 20: Q1 2025 revenue: growth driven by international expansion
Q1 2025 revenue: growth driven by international expansion… Revenue by region (nominal in EURm & growth rates in constant currency) Revenue split Q1 2024 International +22% Q1 2025 DACH 97.2 78.3 60% +42%1 49% 97.2 -3% +37% 78.3 +79% 40.2 39.0 39.7 51% 40% 27.9 18.6 10.3 Group DACH North America Rest
Slide 21: … with balanced growth across all categories
… with balanced growth across all categories Revenue by product category (nominal in EURm & growth rates in constant currency) Revenue split by product category Q1 2024 Tonieboxes +22% Q1 2025 97.2 Tonies Accessories & Digital +26% 17% 78.3 19% 97.2 79% 78.3 76.5 76% +8% 59.6 +12% 15.0 16.5 3.7 4.2
Slide 22: Outlook 2025
Outlook 2025 tonies® 22
Slide 23: Guidance FY 2025: 2025 will be a great year for tonies
Guidance FY 2025: 2025 will be a great year for tonies BUT we still need visibility to provide a reliable guidance! We have full confidence in … and a rich toolbox at … that helps us to mitigate our product and business… hand… the impact! Global product market fit Sourcing Options Production in Vi
Slide 24: Q&A
Q&A tonies® 24
Slide 25: Key takeaways
Key takeaways Strong Q1 performance fully in line with expectations I International expansion with strong traction Healthy Consumer Sentiment II We do not see a drop in consumer demand across regions Tariff mitigation measures on track III We make full use of the toolbox available to us Outlook comi